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GosSips Beer Co

Fall

2024

The assignment was to develop a luxury beer brand, for which I selected Gossip Girl as the thematic inspiration, leading to the creation of "Gossips." My strategic objective was to translate the show's defining characteristics of exclusivity into a sophisticated brand identity and product experience.

The art direction was meticulously planned to achieve this. A significant focus was placed on developing a custom font and logo through an iterative sketching process to ensure a truly luxurious and distinct visual mark.

I aimed for a "clean simple design" incorporating "dynamic line creation" to establish brand consistency and an upscale aesthetic.

The decision to feature barrel-aged stouts as the core product line was strategic, aligning with the luxury positioning through their inherent association with craftsmanship, complex flavor profiles like vanilla, chocolate, and coffee, and an exclusive market appeal.

The packaging was designed to reflect this premium quality.

To complete the immersive brand experience, flavor names such as "XOXO," "Elites," and "Empires" were chosen to resonate directly with fans of the show, each name reflecting a distinct aspect of the Gossip Girl narrative, from playful mystery to ambitious power.

Through these integrated strategic and art direction decisions, the "Gossips" brand successfully fulfilled the project brief by creating a compelling luxury beer offering rooted in a popular cultural touchstone.

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